SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
OtherMar 29, 2015
When choice is not a good thing
The size of the menu at The Cheesecake Factory makes Peter Smith’s head hurt. Don’t let your store be the Cheesecake Factory of jewelry stores.
Peter Smith, author of “Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent,” has spent 30 years building retail sales teams and has worked in wholesale as well. He can be reached at Dublinsmith@yahoo.com
Have you ever visited a Cheesecake Factory restaurant? If you have not, let me set the table for you. The food is, on the whole, pretty decent, the ambiance, for a larger restaurant, is warm and inviting and the prices are not terribly high.
Here’s the bad news: The Cheesecake Factory does not so much provide a menu as they give you a tome to navigate. The mega-menu is filled with so many options to the point that you can become paralyzed for fear of making the wrong decision.
As I turn each page of the huge menu my world becomes a blur until I eventually--since I was either persuaded by someone to make a reservation in the first place or had to wait for an hour to be seated-- settle on some dish or other, not entirely convinced that I’ve selected the right meal.
Second-guessing becomes the order of the day as I question whether I should have chosen something else. If I had more time with the menu perhaps I might have been more confident in my choice? Maybe I should have involved my wife to have been more certain, or surely the waiter could have offered a greater endorsement for one dish or another?
The Cheesecake Factory makes my head hurt. They make it too difficult for me to select a meal and to feel good about my choice. This phenomena is called the paradox of choice. We need choices, we need to feel that we are in control of our destiny, even for a seemingly simple decision like selecting a meal in a restaurant. When we are given too many options, however, the decision can become almost impossible to make. We occasionally manage to struggle through but such experiences are rarely pleasant and frequently unfulfilling.
Unlike a restaurant, where we are compelled to select something, a similar scenario in a jewelry store very often produces different results. Presenting too much information, and too many product options, can overwhelm the client to the point that inaction becomes not just the preferred option but, in many cases, the only viable option.
When faced with a Cheesecake Factory-like portfolio of choices, far too many customers leave the store without making any purchase at all.
Their desire to escape the barrage of stuff (both information and product) becomes far more appealing than their need to make
a buying decision. They have become so overwhelmed with options that they experience purchase-paralysis, and removing themselves from that stress by leaving the store becomes the best course of action.
There are, of course, no absolute number of options that a customer should have in a jewelry store, but I believe that three is about the right number.
Most of us are familiar with the general principle of “good, better, best” and, while we tend to think of that approach in a broader scale (my diamond story, my watch story, etc.), it also serves as a good approach in a more micro sense, once the engagement with customer has advanced to the stage that product should be introduced.
As Barry Schwartz wrote in The Paradox of Choice, “Having the opportunity to choose is essential for well-being, but choice has negative features, and the negative features escalate as the number of choices increases.”
Peter Smith, author of Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent, has spent 30 years building sales teams at retail and working with independent retailers to offer counsel and advice on matters of sales, marketing, personnel, training and compensation. A graduate of Boston College, he has served on the Advisory Board of Caliper’s Global Conference. Smith has worked in retail and on the wholesale end of the business with companies such as Tiffany & Co. and Hearts On Fire. Hiring Squirrels is available in print and Kindle on Amazon.com. Smith can be reached at Dublinsmith@yahoo.com and on LinkedIn.
More on Other
The Latest
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
SurveysJul 01, 2026
Consumer Confidence Ticks Up in JuneFalling oil prices were a factor in the slight month-over-month improvement.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
SourcingJun 30, 2026
Blue Nile Introduces Montana Sapphire CollectionThe new line is included in the e-tailer’s curation of jewelry celebrating America’s 250th anniversary.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
